Tim Cook:
"Yeah, that is a great question. The executive team of the company spends a lot of time thinking and discussing how to retain and recruit the best talent in the world, because at the end of the day—I know it's a cliche—but people are our most important asset by far, and it's people that deliver innovation, which is key to us. And so what else do we do other than that? Well, we are the most focused company that I know of, or have read of, or have any knowledge of. We say no to good ideas every day; we say no to great ideas in order to keep the amount of things we focus on very small in number, so that we can put enormous energy behind the ones we do choose, so that we can deliver the best products in the world. In fact, the table that each of you are sitting at today, you could probably put every product on it that Apple makes, and yet Apple's revenue last year was over $40bn. I think the only other company that could say that is an oil company.